Ada C. Machado da Silveira 66 mediatization of society, even for those countries, such as Brazil, who have a significant portion of users peripheral to the central- ity of the media market and have a nebulous understanding of it. Finally, I’ll revisit the question about the dialogic element presupposed in interactional competence. Socio-technical interactions do not, as many have emphasized here, promote the dialogue that our society so desperately needs. Fact-checking or recommendation via sharing undermines the belief in the dia- logue-promoting capacity that was expected to be stimulated by journalistic activity, and which has been challenged by platformization. One can say, in Braga’s terms (2006), that journal- ism is now facing its media. 3. Journalism and liberal democracies To explore the issue of news coverage in the context of platformed interactions, it is important to address the role of journalism in Western liberal democracies. I would, therefore, distinguish the activity of professional journalism, historically responsible for the establishment of the democratic public sphere, from the recent proliferation of news competencies by non-professional actors. Platformization is a phenomenon defined by the market and evokes activi- ties such as commodification, to which I bring Braga’s reflection (2023) pointing to the experimental entry of social participants into practices and processes previously restricted by the cul- tural industry. This characteristic involves procedures that the market labels as “customization” and which have been affecting news coverage activities, especially professional journalism: monetization, attention to sharing, viralization, and individual- ized on-demand, rather than social, services. However, the fragmentation of reality resulting from the influx of customization processes can produce “equally frag- mented, diluted, diffuse mentalities that see the social context – reality –, without any nexus, without any guiding thread” (Mar- condes FIilho, 1989, p. 41), since now, the guiding thread pres- ents itself in a technical format, guided by data (datafication) and personalized procedures (customization).
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